MELBOURNE (31 August 2016) — John West has been a fixture in many Australian lunch boxes and kitchens for the better part of half a century. While the core John West canned range of products holds significant share of shelf, Landor Australia—a leading branding and design consultancy—was tasked with creating a new brand identity to help increase consumer awareness of the company’s prepacked chilled seafood category.
Commenting on the rebrand, Kristie Ellerton, senior brand manager at John West Chilled, said, “The packaging design needed to better convey perceptions of quality and freshness, while continuing to reassure consumers of John West’s commitment to sustainability.”
The redesign brings a significantly more contemporary look and feel to the John West Chilled portfolio. The focus on fresh ingredients delivers stronger appetite appeal while more clearly communicating John West’s expertise in delivering “The Best” for consumers.
Ellerton continued, “The more premium yet simple packaging really heroes the superior ingredients, making the range more appealing to consumers.”
Tasmanian Atlantic salmon, Scottish trout, and New Zealand squid are just some of the species within the portfolio, which also includes other contemporary flavor profiles. The new John West Chilled range is currently being trialed in Coles stores throughout Victoria and Tasmania, with a national launch planned for October this year.
In addition to the packaging redesign, Landor has supported the in-store consumer product trial with the design of a branded point-of-sale stand, to be featured in select Coles stores throughout the trial period.
“The packaging redesign will help John West bring more consumers into the prepacked chilled seafood category by offering a range of superior products which make seafood quick and easy to prepare,” concluded Ellerton.
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Landor’s branding services include strategy and positioning, identity and design, motion graphics, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.
Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. In Australia, these brands include AIS, City of Melbourne, Downer, IAG, Microsoft, News Corp, and Procter & Gamble.
Photography by Louis Petruccelli.
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